NBCUniversal to Create Snapchat-Exclusive Short-Form TV Shows

The NBCUniversal peacock will be showing off more and more of its content tail feathers via Snapchat.

The NBCUniversal peacock will be showing off more and more of its content tail feathers via Snapchat.

The media company and the social networking application Monday announced an expansion of their partnership, under which short-form versions of several popular NBCUniversal television shows will be created exclusively for Snapchat.

The initiative will start Monday, Aug. 22, with The Voice on Snapchat, a five-part short-form series that will feature The Voice judges Miley Cyrus, Alicia Keys, Adam Levine and Blake Shelton reviewing user-submitted video clips and choosing one that will give its creator the opportunity to appear on the reality competition show’s next season, which starts Sept. 19.

Next up will be The Rundown from E! News, launching on Snapchat Sept. 8 and featuring content that will be exclusive to the app.

Other shows will be part of the deal, including NBC’s The Tonight Show Starring Jimmy Fallon and Saturday Night Live, as well as to-be-determined fare from NBCUniversal’s entertainment, news, sports and Hispanic properties.

Snapchat vice president of content Nick Bell said in a release announcing the expanded partnership:

Together with NBCUniversal, we believe there is a huge creative and commercial opportunity around mobile-first programming and are excited to bring these future formats to our community.

NBCUniversal executive vp of business development and digital distribution Ron Lamprecht added:

NBCUniversal is committed to tapping into its talent, resources and reach to be the leader in delivering mobile-first premium content. From entertainment to news and sports, NBCUniversal has an unparalleled lineup, and Snapchat is the perfect partner to help us reach millions of fans where they are every day.

Readers: What are your thoughts on this initiative?